Activity 1: Let's Get Started! (Warm-up)
- What are your first thoughts or memories associated with the name 'Disney'? How has this company influenced entertainment or culture in your experience or perception?
- Disney started with pioneering work in animation in the early 20th century. What challenges do you imagine early animators and filmmakers like Walt Disney faced in creating their work and building a sustainable business around it?
- Beyond just creating movies and opening theme parks, what makes a company an enduring 'entertainment giant' in your opinion? What kind of long-term vision or diverse business strategies might be involved?
Activity 2: New words and phrases
Let's explore some key terms and phrases related to animation, the entertainment industry, and the founding story of The Walt Disney Company. Understanding these will help you discuss the topic more effectively.
1. Animation (noun): The technique of creating the illusion of movement by photographing successive drawings, models, or even puppets, or by creating and manipulating digital images.
Example: Walt Disney was a pioneer in the field of animation, constantly pushing its technical and artistic boundaries.
2. Entrepreneur (noun): A person who organizes, operates, and assumes the risk for a business venture, typically demonstrating initiative and innovation.
Example: Walt Disney was a visionary entrepreneur who transformed his creative ideas into a global entertainment empire.
3. Intellectual Property (IP) (noun phrase): Creations of the mind, such as inventions, literary and artistic works, designs, symbols, names, and images used in commerce, which can be legally protected (e.g., by copyright or trademark).
Example: Characters like Mickey Mouse and storylines from Disney films are valuable intellectual property for the company.
4. Merchandising (noun): The activity of promoting the sale of goods, especially by creating and selling products based on well-known characters, brands, or creative works.
Example: Disney was a pioneer in leveraging its popular characters for extensive merchandising, from toys and clothing to books and collectibles.
5. Theme Park (noun phrase): An amusement park where the rides, attractions, shows, and architecture are based on a particular central theme or a set of related themes, often creating an immersive experience.
Example: Disneyland, the first Disney theme park, revolutionized the concept of family entertainment and immersive themed experiences.
6. Storytelling (noun): The art, skill, or act of telling stories, which often involves crafting a narrative, developing characters, and evoking emotions in the audience. A core element of Disney's success.
Example: Powerful and emotionally resonant storytelling is at the very heart of every successful Disney film and theme park attraction.
7. Brand Loyalty (noun phrase): The tendency of some consumers to continue buying products or services from the same brand over time, often due to positive experiences, trust, and emotional connection, rather than switching to competing brands.
Example: Through generations of positive experiences, Disney has cultivated incredibly strong brand loyalty among families worldwide.
8. Diversification (noun): The business strategy of a company expanding its operations into new or different industries, product lines, or geographical markets to grow revenue or reduce risk.
Example: Disney's successful diversification from animation into theme parks, television broadcasting, cruise lines, and streaming services has been key to its sustained growth and market leadership.
Activity 3: Reading - Disney: From a Mouse to a Media Empire
Read the following passage about the early days of Walt Disney and the creation of The Walt Disney Company, focusing on key innovations and business strategies that built a global entertainment leader. Pay attention to the concepts discussed.
The Walt Disney Company, a name synonymous with family entertainment, imagination, and iconic characters, began with the extraordinary vision and relentless entrepreneurial spirit of one man: Walter Elias Disney. Alongside his supportive elder brother, Roy O. Disney, who managed the business and financial aspects, Walt embarked on his journey in Kansas City in the early 1920s. His initial foray into animation, Laugh-O-Gram Studio, unfortunately faced bankruptcy. Undeterred by this early setback, Walt moved to Hollywood in 1923 and, with Roy, co-founded the Disney Brothers Studio, which would eventually evolve into The Walt Disney Company. Their first truly major global success, and a foundational cornerstone of Disney's future empire, was the creation of the character Mickey Mouse in 1928. The animated short film 'Steamboat Willie,' featuring Mickey, was particularly notable for its innovative use of synchronized sound, a significant technological achievement in animation at the time.
Mickey Mouse quickly became an international sensation, and Walt Disney, an astute entrepreneur, cannily understood the immense value of this character as unique intellectual property (IP). He was a true pioneer in the concept of merchandising, strategically licensing Mickey Mouse and other subsequently created characters for a wide array of consumer products, from toys and watches to books and clothing. This not only created a vital new revenue stream for the growing company but also played a massive role in building and sustaining brand loyalty among audiences worldwide. Walt Disney was, at his core, a master of storytelling, deeply believing in its power to connect with audiences emotionally across all ages and cultures. He constantly pushed the boundaries of animation technology and artistry, a drive that culminated in the ambitious release of the world's first full-length animated feature film, 'Snow White and the Seven Dwarfs,' in 1937. This film was a massive creative and financial gamble but proved to be a monumental success, revolutionizing the animation industry and setting a new standard for animated features.
The company's creative vision, however, extended far beyond the cinema screen. In 1955, Walt Disney realized another of his lifelong dreams with the grand opening of Disneyland in Anaheim, California. This was the world's first modern theme park, a radically new concept that offered immersive, highly themed lands and experiences designed for the entire family to enjoy together. The phenomenal success of Disneyland showcased Disney's remarkable ability to leverage its rich intellectual property and its storytelling prowess into entirely new and profitable ventures. Following Walt's passing in 1966, the company continued its path of strategic diversification into areas such as television programming, live-action films, international theme park expansion, and eventually, global media networks, retail stores, and digital streaming services. Throughout its long and storied history, the consistent focus on quality family entertainment, strong and recognizable branding, innovative storytelling, and the effective merchandising of its beloved intellectual property has allowed Disney to build unparalleled brand loyalty and become one of the most influential and powerful entertainment conglomerates in the world, demonstrating the enduring power of a creative vision combined with astute and adaptive business strategies.
Activity 4: Discussion
Now, let's discuss the following questions about the broader themes inspired by Disney's story. Use insights from the reading passage and your own thoughts to answer.
- How does storytelling build lasting brand loyalty?
- Is merchandising creative IP a good business strategy? Why or why not?
- Company diversification: what are the main opportunities and risks?
- How can companies build brand loyalty across generations?
- How has family entertainment changed? What challenges does this create for businesses?